“Everything I need to know to do my job is right there,” he says, pointing at it. “If you can understand this ad’s insight, then you can conquer the world.” “It’s a stupid potato chip,” Samuel says. “Of course it’s a stupid potato chip. It’s that phrase I love: snack routine.” Outside, the drumming swells and then dissipates by some improvisational musical logic. “I guess I’m missing it,” Samuel says, “the genius.” “Think about it. Why does one eat a snack? Why is a snack necessary? The answer—and we’ve done a million studies on this—is because our lives are filled with tedium and drudgery and
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